Critical outputs from such analysis can include identifying competitive differentiation opportunities and developing a value proposition. Surprisingly, the library check out receipt is a wonderful example that can provide inspiration for this type of strategic challenge.

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The late New York City mayor Ed Koch created a personal, attention-getting mechanism for gaining input and feedback. He famously asked: How am I doing?

Business and marketing leaders have much to gain by utilizing a “How are we doing?” outside-in learning approach. One easy-to-implement way to get started is to conduct a regular program to compare your products and services versus other available options.

During my brand management days at Unilever, the marketing teams had scheduled “cuttings” during which they would compare their products to those of their competitors, review new products and/or generally explore options in the category. It was a cross-functional gathering including R&D and sometimes other colleagues. It fostered collaboration and led to productive and interesting conversations about the business, beyond the technical details.

It was also a fun part of the job, and vividly demonstrated why we all came to work each day: to provide great tasting products to consumers.

I remembered those product review sessions when reading about the keynote speech former Kroger and Harris Teeter executive Fred Morganthall gave during this month’s Private Label Manufacturers Association trade show. His advice has widespread relevance beyond the grocery business: Continue reading →

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A new corporate brand campaign for MGM Resorts International has a hidden benefit.

It helps translate and demonstrate what some business leaders consider “mumbo jumbo.” That would be marketing cornerstones such as branding, positioning and customer experience.

These critical building blocks, and others, are like oxygen to marketers and business leaders who believe in the power of smart, disciplined marketing to help build and grow profitable businesses, and keep them relevant.

But, not everyone is a believer, and not all practitioners have instilled confidence.

Credit: MGM Resorts International.

So, particularly for the marketing skeptics, this new MGM marketing is instructive. It’s strong, bold marketing that grabs attention. And seemingly has a chance to be effective.* Continue reading →

About Blog

In each post, I share insights, observations & practical tips about marketing strategy and tactics. I tell you what I think, and why, based on what I know at a particular point in time.

My writing is inspired by current examples here in the United States and globally. Expect to see commentary across a variety of industries, products, and services, which cater to both B2B (business) and B2C (consumer) targets.

This blog is designed for marketing and business professionals. At the same time, it should be accessible and relevant to other functional pros who want a better understanding of and/or some insight into the world of marketing. I think marketers-on-the-rise can benefit, too.

Posting frequency is about 1 – 2 times per month, usually on Tuesday. I don’t force content to fit a publishing schedule.

I welcome your comments, even if you have a different point-of-view. Just keep them professional, constructive and clean if you want them approved.